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Marketing Your Business: Business Success (Kogan Page)

Autor John Westwood
en Limba Engleză Paperback – 28 apr 2011
Although the basic principles and theories of marketing haven't changed, many of the tools have. With new reliance on online tools to get results, it's more important than ever for businesses to be up-to-date on the latest techniques. Marketing Your Business covers all of these aspects of marketing to develop a strategy and increase profit, including detailed advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. It explains how to:

-use the internet
-set up websites and online shops
-use traditional and online public relations - including social media
-plan advertising and sales promotion campaigns
-prepare sales literature
-manage exhibitions

Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling, Marketing Your Business is an all-in-one guide to everything practitioners need to know about marketing today.
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Specificații

ISBN-13: 9780749462710
ISBN-10: 074946271X
Pagini: 256
Dimensiuni: 138 x 215 x 15 mm
Greutate: 0.33 kg
Editura: Kogan Page
Seria Business Success (Kogan Page)


Cuprins

List of figures
List of tables

Introduction

1 Marketing - The basics 
   How does marketing differ from selling?
   Product
   Price
   Promotion
   Place
   Marketing Planning
   Summary

2 The effective use of marketing research 
   Why is marketing research necessary?
   Methods of obtaining data for market research
   Field research
   Desk research
   Product and statistical information
   Consumer information
   How to plan your marketing research
   Practical examples
   Summary

3 Situation analysis 
   Internal market research
   Market segmentation
   Information checklists
   How to present the information
   Situation analysis
   Setting marketing objectives
   Marketing strategies
   Action plans
   Summary

4 Websites and e-commerce 
   Websites
   Setting up a website
   Internal websites (Intranets)
   Setting up an online shop
   Other useful website tools
   Social media
   What does the future hold?
   Summary

5 The role of public relations in the internet age 
   The PR resource
   The public relations programme - objectives and strategies
   Some tools used in public relations
   Key channels of communication used in public relations
   Online public relations
   Other roles of public relations
   Summary

6 Channels to market 
   Marketing channels
   Physical distribution, warehousing and actory location
   Examples of strategies for distribution
   Summary

7 Advertising and sales promotion 
   Advertising
   Online Advertising
   Planning your advertising campaign
   Sales promotion
   Examples of strategies for advertising and sales promotion
   Summary

8 Promotional materials, presentations and exhibitions 
   Sales literature
   Presentations
   Exhibitions
   Examples of strategies involving exhibitions
   Summary

9 Products and pricing 
   The product portfolio
   Examples of product strategies
   Product pricing
   Examples of pricing strategies
   Launching a new product
   Summary

10 Application selling 
   The concept
   Preparation of key material
   Preparing the application manual, customer and training presentations
   The introduction programme
   Summary

11 Getting into overseas markets 
   The benefits of exporting
   Assistance for exporters
   Overseas markets
   Individual export markets
   Summary

Useful websites
Index

Recenzii

"This no-frills guide covers the fundamentals of marketing, outlining the steps involved to develop products and successfully compete in the marketplace. ...Summing Up: Recommended. Marketing practitioners wanting a basic reference guide." - CHOICE Reviews

"Westwood...presents a guide to using different aspects of marketing to help a business grow in the Internet age." - Book News, Inc.

Notă biografică

John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has since gained valuable experience with Exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. He is also the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.

Descriere

"Marketing Your Business" is an all-in-one guide to marketing tactics that help a business succeed. With an emphasis on Internet marketing, it covers all aspects of marketing to develop a strategy and increase profit.